LOS ANGELES — L’Occitane en Provence, a prestige beauty brand based in Los Angeles, has introduced the L’Occi Truck, a traveling shop experience for the brand. The retail store on wheels presents a new direct-to-consumer shopping model.
Inspired by the vintage French Citroën H Van, often used by small-town French farmers, the retro truck is cladded in L’Occitane’s signature Provençal sunshine yellow and is approximately 16 feet long by 7 feet high. Two openings, featured at the truck’s side spanning across the entire length and rear, invite customers to view an internal shelving display filled with an assortment of product as well as relevant campaign imagery. A tester-rail and foldable display counter anchored under the truck’s side opening will feature an interactive station for passerby to test-and-play with product.A large exterior screen will display video content showcasing the Provençal lifestyle and brand history. At each destination, beauty associates will accompany the truck to guide the guests through demonstrations.
The truck debuted in Washington, D.C. at the Cherry Blossom Festival on April 7. The L’Occi Truck will offer support for future store closings due to renovations.